ARE CONSUMERS WILLING TO SUPPORT SOCIAL RESPONSIBLE COMPANIES? INSIGHTS FROM AN EASTERN EUROPEAN COUNTRY

Corporate social responsibility is a concept with a growing popularity, but there is still a lack of research on the underlying mechanisms linking CSR with outcomes, especially research focusing on the various possible consumer responses toward CSR (attitudes, intentions, stated and real behavior etc.). This paper aims to investigate the determinants of consumer responses towards corporate social responsibility. We analyzed consumers' perceptions about CSR knowledge and consumers' intentions to support social responsible companies. Methodology: A survey of 301 consumers was used to investigate the intention to buy from socially responsible companies, as well as other influence variables, as moral and subjective norms. We used an extended model of planned behavior, tested through SEM, and had as a basis the goal framing theory. As far as we know this is one of the first studies on the positive impact of CSR on the consumer behavior that applies a comprehensive social-psychological model. The results showed that, similarly with the pro-environmental behavior, socially responsible behavior is typically motivated by the morality of consumers. The study provides valuable insights for businesses on the effects of CSR on the consumer behavior. The general attitude towards CSR is highly positive, and the attitude towards buying from companies involved in CSR actions is also positive. Despite these, the intention to actually buy from social responsible companies is only a moderate one, confirming the bias usually found between attitude, intentions, stated behavior and real behavior. Further research would be needed in order to find solutions for reducing the gap between attitudes towards CSR and consumer buying intentions.